It happens to all of us.
But not to me.
When you are in a weak state of mind.
But not my mind.
The cost of not believing seems greater than the fraud.
But not something I would fall prey to.
The claims were too compelling to ignore.
But I’m smarter than most.
The more familiar the fraud becomes, the more accepting we are.
But, I sniff out a sham before others.
Why after 25 years in this game would I fall prey?
How did a scammer spend 8 hours in our offices?
These guys were good. Really good.
And, I wanted to believe…
… To be excited.
… To innovate.
… To break new ground.
But, these guys were frauds.
So, I’m reminded of the importance of the authenticity of claims.
Direct response demands no less, and actually much more from us.
From its leaders. From its followers. From you.
We make people want your products. We help create desire where none previously existed. But if your product sucks, your claims are false, and you’re trying to put one over on the consumer – it is not going to work in Direct Response (or with me).
How will you stake your claim in direct response?
With some honesty and respect for your claims.
Rest assured, I will verify your claims, as well.